In recent years consumer attention spans have come into question frequently. A study by Microsoft found that the average human being now has an attention span of only eight seconds.
Long-form vs short-form video content
This change has been reflected most heavily in the marketing sphere, with video advertisements changing from thirty-second commercials to two-second quick-scroll ads.
Because of these findings, many brands have switched their campaign styles to reflect these short attention spans. Instagram stories, Tiktok, Snapchat, and more have pioneered new ways to deliver short-form content to consumers. But does that mean long-form content is irrelevant?
The answer is no. In fact, many brands are finding that long-form video content creates engaged and loyal customers. In a world where smartphones are the most-used media devices worldwide, it is easy to assume that short-form content would be paramount. But, now more than ever, it is important to be diverse in your media advertising strategies in order to keep up with competitors.
The benefits of long-form video
Long-form video may seem expensive, time-consuming, and complicated. But currently, the average adult spends around 6 hours per day watching video content. That means that the demand for fresh video content is increasing and businesses need to be delivering. Here are a few reasons you should jump on the long-form bandwagon.
It creates a connection with your audience
One of the main benefits of long-form video content is that it creates a story that can humanize your brand. Getting people to care about a brand can be difficult, but one of the best-proven methods of creating lasting consumer relationships is through emotional engagement.
By using long-form video content, you have the opportunity to create an emotional bond with consumers and to create personality in your brand. Don’t sleep on long-form content just because it seems time-consuming. Your customers will put in the time, so you should too.
Story aids memory
Creating a narrative is one of the oldest proven ways to create a lasting memory. With long-form content, you have the chance to tell your audience a story. If you do it right, that story will stay in their memory for hours, days, or weeks after the video is finished. This is a great way to create a long-term connection with your audience and to become a household name.
Long-form video is great for SEO
Longer videos mean more content, which in turn means more comprehensive keyword possibilities. By using long-tail keywords in your video’s metadata, you increase your possibilities of website traffic. In addition, a longer video will keep a consumer on your webpage, which shows search engines that your page is relevant for targeted searches. That means more overall traffic, engagement, and SEO. That seems like a win!
Creating quality long-form video content
Of course, quality is key in all aspects of advertising. It is not enough to simply create a strategy, but you need to execute it well. Here are a few pointers on creating high-quality long-form video content for your brand.
All videos need a good story. As we said above, creating a narrative is one of the oldest and most effective ways of creating a lasting memory. You want viewers to be engaged with your video and to remember it for as long as possible. That’s why creating an emotionally charged, exciting story is the first step to producing a high-quality long-form video.
At AntiSocial, our creative copywriters are expert storytellers. Make sure that your content begins with a strong, narrative foundation before anything else.
The episodic method
Using an episodic approach to long-form content is a great way to keep consumers coming back for more. Episodes help to build your brand’s relationship with consumers over time. Loyalty and long-term engagement are proven to drive sales. If you can create an engaging, exciting story then you will ensure that your viewers come back, again and again, to interact with your content.
Creating memorable characters
Characters make stories memorable. In order to keep your customers engaged, you need to make sure your characters are fun, unique, thoughtful, and exciting. A good character acts as a brand ambassador, so make sure that your characters reflect the kind of consumers you want to attract. Creating loyal consumers starts with connection.
Hire a professional
Of course, you need a solid team to do solid work. Long-form content needs to be done right or else consumers won’t stick around for it. Quality is key when creating long-form video content.
In order to ensure that you aren’t wasting your time, it’s best to have a professional team handle this kind of work. From creative curation, writing, videography and more, make sure you have the best creatives on your side when tackling this kind of marketing.
At AntiSocial Solutions, we specialize in creating diverse ad campaigns for brands that include both long and short-form video content. Looking to do some long-form advertising? Reach out and see what our team can do for you.